12 January 2022

11 Ways To Optimize Your Shopify 'Thank You Page' to Increase Average Order Value

Don’t underestimate the power of a Shopify Thank You page. Let’s take a look at 11 ways you can optimize your thank you page to increase order value and profits.

Faye Chong

Content Marketing Lead

Reading time: 8 minutes

A Shopify Thank You page is more than just a simple ‘thank you’ page. It is often overlooked because businesses are already satisfied with the fact that there was a successful transaction.

But you’re not just showing appreciation to the customer who just made a purchase and sharing their order details — You should also take this opportunity to encourage that customer to make future purchases.

And let’s be real here: Using the default Shopify Thank You page settings is not enough.

That said, let’s take a look at 11 ways you can optimize your Thank You page is extremely important to increase average order value (AOV), and ultimately, increase sales. 👇

What is a Shopify Thank You page?

An example of a Shopify Thank You page. Source: PageFly

A Shopify Thank You page, or a confirmation page, is the page that appears after a customer has successfully completed their order on your Shopify store.

It usually contains details about the customers’ order, such as an order summary, customer’s details, and payment information. Other than these, there’s not much else on the page that encourages the customer to continue browsing your store.

Why is a good Thank You page important?

Many businesses think that a Thank You page is the end of the customer’s journey. The happy ending at the end of a fairytale.

I’ve thanked them and let them know what they’ve purchased, that should be enough, right?

The best Thank You pages are the ones that encourage repeat purchases. Your Shopify Thank You page should make customers feel valued, so much so that it gives them a reason to return to your store to make a purchase again in the future.

According to a study, if you’re able to get a customer to make a second purchase within 30 days of the first purchase, they are much more likely to come back subsequently.

A repeat customer has a 60% to 70% chance of converting. Another study by Adobe found that a customer who has purchased with your store two times before is 9 times more likely to convert than a first-time shopper.

And, repeat customers spend more on each purchase, which means they have a higher average order value than first-time buyers. Your top 10% spend 3 times more per order than the lower 90%, and your top 1% of customers spend 5 times more than the lower 99%.

Now, what does all this mean?

It means that if you optimize your Shopify Thank You page, you’ll spend less on conversion tactics like offering large discounts or abandoned cart offers. You’ll also spend about 5 times less when retaining a customer as compared to acquiring a new one.

So, in the long run, a good Shopify Thank You page = more profits.

11 ways to optimize your Shopify Thank You Page

1. Include incentives

2. Add social sharing buttons

No one can deny the power of social media. With over 57.6% of the world’s population using social media, it would be a wasted opportunity if you didn’t encourage your customers to share their purchases across social platforms.

This helps you leverage the fact that your customers are willingly being your advertisers, yet at no additional cost.

That said, this tactic would work best if you have a product or service that’s life-changing — something that your customer would want to share that they’ve purchased. This wouldn’t work that well with fast fashion apparel or food… 🤭

An example of a Thank You page with social share buttons.

3. Personalize your Thank You page

Remember how we talked about making your customer feel valued so they’d come back and patronize you again? One of the best ways to do that is through personalization.

Addressing your customer by their name on the Thank You page makes them feel important and recognized.

An example of a personalized Thank You page.

You can even take it a step further and share recommended items they might like or items that are already on their wishlist but haven’t purchased.

4. Link to a post-purchase survey

Because a Thank You page has a 100% open rate, it’s a great place to get customer feedback. Link to a survey to ask questions about your customer’s purchase process and whether the experience they’ve had was satisfactory.

Keep your questions short, concise, and avoid asking close-ended questions. You’d want customers to provide you with valuable information so that you can find out what you’re doing right or wrong.

Here are some questions you can ask:

What is one thing we can improve about our website experience?
Do you think you’ll purchase from us again in the future?
- If yes, what would you consider purchasing?
- If not, what’s keeping you from purchasing again?
Did you face any difficulties during the checkout process?

💡Additional read: The 21 best online form builders that convert the most leads

5. Upsell and cross-sell

After a customer successfully completes a transaction, they need that extra push to want to make another purchase. And a great way to do this is to upsell the other products on your website.

Increasing the visibility of your other products increases the chances of customers seeing something else they might like, hence encouraging them to buy again.

Recommend products they might like based on their recent purchases, or include pop-ups and banners to grab their attention and increase AOV.

An example of a Thank You page with post-purchase upsells.

If you have the budget for it, you can even offer time-limited offers to create a sense of urgency and boost conversions.

6. Follow-up with a post-purchase email

Because you’d often have to ask for your customer’s email address when they make a purchase or create an account with you, don’t let this information go to waste! Take it one step further and follow up with a post-purchase email.

Once again, you can include order details, a confirmation line, and shipping information in your email. Then, take this opportunity to include surveys, product upsells, and social share buttons here if you couldn’t do it on your Thank You page.

This is also a great way to ease into their inbox to send them marketing emails, especially if they’re new customers.

7. Include trust badges

Trust badges are usually added to product and checkout pages to improve conversion rates. But, including certain trust seals on the Thank You page helps to assure and build confidence in your customers.

After all, having trust and confidence in a business is what will encourage repeat purchases. Why would customers purchase from brands they don’t feel is legitimate? (We know we wouldn’t 🤔)

Flaunt your certifications here — specifically, ones that show good reviews, high ratings, or guarantees such as eco-friendliness or sustainability.

An example of a Thank You page with trust badges. Source: PageFly

💡Read (even) more: What is a Trust Badge and How To Add It To Your Shopify Checkout Page

8. Create a network to other pages

Remember, your Thank You page isn’t the end of your customer’s journey. You should take this opportunity to link to other pages of your website — relevant blog posts, products categories, videos, or social media platforms.

This way, you engage with your customers and encourage them to browse through your entire site. They may end up finding something interesting while searching through your content and adding it to their future purchase.

An example of a Thank You page with internal linking.

9. Include tracking information

Including tracking information might seem insignificant, but it’s so much more important than you think. Aside from providing tracking details so your customers are aware of when they can expect their items, you’re building trust at the same time.

One of the most common fears online shoppers face is not being able to track their orders. After all, with so many e-commerce businesses and thousands of parcels being shipped daily, it’s not surprising to see why customers have this fear.

That’s why providing tracking and shipping information can help to overcome issues of trust and foster long-term relationships with your customer.

An example of a Thank You page with tracking information.

10. Offer incentives to boost referrals

Referral marketing is often an overlooked strategy to gain more sales. But, referred customers convert 30% better and have a 16% higher lifetime value than customers acquired via other channels.

That’s because referred customers are introduced to a product or service by someone they trust or are familiar with.

Furthermore, the same study shows that customers who are referred by others are 4 times more likely to refer more people to your brand.

However, the motivation to get referrals isn’t always the strongest — customers need the push. Hence, offering incentives like additional discounts for customers and their referrals or winning prizes are great motivators.

An example of a Thank You page asking for referrals.

11. Conduct A/B testing

There is no such thing as a perfect Shopify Thank You page. Different businesses have different tactics to create the best Thank You page that fits their brand personality, customers, and drives the highest AOV.

That said, conducting A/B testing for your Thank You page can help you find out what works and what doesn’t. You can then implement new lead generation and conversion tactics that are bound to drive more sales.

How do I edit my Shopify Thank You page?

You can change your Shopify Thank You page through the use of Shopify apps such as ReConvert or BEAM.

Alternatively, though more complex, you can edit the JavaScript or CSS code. To add the code, go to Settings > Checkout > Order processing > Additional scripts. You can also edit your theme by going to Online Store > Themes > Actions > Add code.

Start optimizing your Shopify Thank You page today!

And that’s our 11 tips on how you can optimize your Shopify Thank You page to increase your AOV!

Your Thank You page is much more significant than you might think, and implementing any of these tips can definitely help improve overall sales and customer satisfaction. After all, don’t forget that a Thank You page has a 100% open rate, so don’t miss out on this opportunity to drive more repeat purchases!